This paper develops a theoretical framework to explain how B-Corps certification is used by organizations to gain legitimacy in their industry and among diverse stakeholders. We explore two research propositions using data from pilot cases. The paper introduces our preliminary findings, outlines a revision of the study based on these findings, and discusses contributions for the research.

When natural disasters strike, a network of individuals, aid agencies, and corporations join together in a humanitarian effort to provide relief and recovery to those in need. Corporations, in particular, have played an increasing role in disaster assistance by providing financial support, goods, services, and logistic coordination. Previous research has addressed corporate responses to disaster by investigating the factors that impact the likelihood of giving. Instead of focusing on the likelihood of corporate action, or inaction, we address how different types (...) of compassion are employed by corporations when they engage in disaster relief. We investigate how the use of language signals either strategic or altruistic compassion. (shrink)